Faris Yakob (you own me a beer, Faris) is a strategy genius. Just a real shmarty pants. For all the big words he uses, and they are plenty, his ideas are quite simple and rich. Faris is a wonderful communicator, as well. He is closely associated with his oft-used phrase “Talent Imitates, Genius Steals.” Here’s a steal, or as he might put it, a recombinant idea, purloined from David Brook’s Op-Ed piece this past weekend in the NYT. (It comes from David’s new book The Road To Character.) In the article he identifies a number of way to improve one’s character. I won’t do it justice so read the piece, but what impressed me most was Mr. Brook’s call for people to see the world not through the gravity of their own lives, wants and needs, but through others.
This notion is wonderfully instructive for brand planners. I was once spanked in anthropology class for suggesting cultural anthropologists should do more than observe, record and be passive. The pimp hand that hit me related that by being more than a passive observer I’d be insinuating myself into the culture, changing it ever so much.
Brand planners need to divorce themselves from the consumer. Go all tofu on the buying journey, the “if then” decisions, the psyche of the purchasers and influencers.
It’s not easy. But it’s necessary. Inward not outward is David Brook’s advice. And mine too, for brand planning. Peace.